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Online Marketing Using Adwords and Google Analytics social media forum 2010

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  • 1. 1
  • 2. Brand
    2
  • 3. 3
  • 4. Marketer
    You
    4
  • 5. “Brand is purely and simply the sum-total of all customer experiences
    served-up by the organization.
    The brand is the experience.”
    5
  • 6. Who you want to be
    Vs.
    What people conceive you to be
    6
  • 7. “Discover” Your Brand
    7
  • 8. Main Online Measures / Metrics
    Page Views
    Ad Impressions
    Visits
    Click-Through Ratio (CTR)
    CPA
    Bounce Rate
    Unique Visitors
    CPC
    Conversions
    CPM
    8
  • 9. Page Views
    heat map, showing the eye fixations on the page
    Number of times a page was served / “viewed”
    9
  • 10. Ad Impressions
    Number of times an ad was served “viewed”
    Same as page views, usually used for ads (usually >1 impression per page)
    10
  • 11. Visits & Unique Visitors
    Visits:
    Unique Visitors:
    Number of times a “session” is started at a site
    Number of people (computers) that visited your site
    Example:
    I might visit you 3 times this week, but I’m 1 unique visitor
    11
  • 12. Pages / Visit
    Average page views per visit
    Total page views ÷ total visits
    12
  • 13. Bounce Rate
    Number of single-page visits (visits with 1 page view)
    1-page visits ÷ Total visits = Bounce Rate
    13
  • 14. Click-Through Ratio (CTR)
    Number of clicks on a banner / text ad / link etc. compared to total views (impressions)
    Clicks ÷ Impressions = CTR
    14
  • 15. Visits per Visitor
    Average times a visitor comes to the site within a certain period of time
    Total visits ÷ Unique Visitors = Visits per Visitor
    Important measure of loyalty
    15
  • 16. Conversions
    Conversions
    Conversions: actions you want people to complete on your site. Example: purchases, registrations, download a file, contact us, etc
    Conversions ÷ Visits (or UVs) = Conversion Rate
    16
  • 17. Page Views
    Ad Impressions
    Visits
    Click-Through Ratio (CTR)
    CPA
    Bounce Rate
    Unique Visitors
    CPC
    Conversions
    CPM
    17
  • 18. XYZCoolTrips.com
    xyzcooltrips.com/france: 90,000 pageviews
    xyzcooltrips.com/spain: 10,000 pageviews
    18
  • 19. Content
    Traffic
    19
  • 20. xyzcooltrips.com/france: 90,000 pageviews
    xyzcooltrips.com/spain: 10,000 pageviews
    xyzcooltrips.com/madrid: 1,000 pageviews
    xyzcooltrips.com/seville: 1,000 pageviews
    xyzcooltrips.com/cordoba:1,000 pageviews
    20
  • 21. Content
    Traffic
    21
  • 22.
    • 370M pages of content
    • 23. 1 page of search
    • 24. Google is still a search brand/site
    22
  • 25. Top content: most visited pages by URL
    Content by title: most visited pages by page title
    Content drilldown: most visited sections (folders)
    23
  • 26. Keywords
    Keywords people used to find your site give an insight on how the site is being perceived by users and search engines
    24
  • 27. Handling Large Amounts of Keywords
    Advanced keyword research
    Google Webmaster Tools
    Word clouds (Wordle.net)
    25
  • 28. “Demographics are Dead”
    Wunderman Report – “How to Think Digital”
    26
  • 29. Your Market is…
    “Any group of people who are actively researching a product you offer”
    Wunderman Report – “How to Think Digital”
    27
  • 30. Why Keywords?
    People search alone usually
    Users are not forced to search
    Search is not a selection between alternatives it’s an expression of desire
    28
  • 31. User Intent
    Consider the following keywords:
    Camera
    Digital camera
    Digital camera models
    Digital camera price comparison
    Canon powershot sx20 best deals
    29
  • 32. Another Example
    GPS
    GPS navigation
    Garmin GPS navigation
    Garmin car GPS navigation
    Garmin nuvi 660
    Buy Garmin nuvi 660
    30
  • 33. Deep Diving Into Each Keyword: example (games)
    31
  • 34. Export the Data
    32
  • 35. The Art: Spotting Trends / Segments
    33
  • 36. Segments of ‘Games’
    34
  • 37. Google Webmaster Tools Keyword Analysis
    35
  • 38. Dubai keywords by wordle.net
    36
  • 39. 37
  • 40. Google News
    38
  • 41. The Market vs. Your Website
    The Market
    My Website’s Content
    39
  • 42. Awareness
    40
  • 43. 41
  • 44. Some Awareness Measures
    Percentage of features used
    Number of keywords used to find your brand
    Type of keywords used to find your brand
    42
  • 45. Traffic
    43
  • 46. Key Performance IndicatorsKPI
    44
  • 47. 45
  • 48. AveragesSegmentation is Everything
    46
  • 49. Google Analytics Advanced Segments
    47
  • 50. 48
  • 51. Brand Traffic
    People who know your brand
    One of the most loyal segments
    Difficult to influence by others (sites, search engines)
    Measure trend in absolute number of visits
    Analyze this segment’s behavior over time
    49
  • 52. Eurosport Arabia Brand Segment
    50
  • 53. 51
  • 54. The Power of Content
    52
  • 55. What are the ways in which a person can go to a page?
    53
  • 56.
    • Directly typing in the URL
    • 57. Through a relevant search result
    • 58. Clicking on a link on another site or email
    • 59. Advertisement (text, banner, video, etc…)
    54
  • 60. AdWords Remarketing
    Identifies people’s interest based on the page they visit
    Retargets these people when they go to other sites
    Music banner
    55
  • 61. Writing Effective Ads
    Ads relevant to
    specific keywords
    Features
    Benefits
    Calls to action
    Using keywords in ads
    Test different landing pages
    56
  • 62. Benefits
    Main point of interest
    They are what your product achieves for the user
    They are what users care about
    Examples: feeling good about themselves (loosing 10kg), feeling safe on the road (air bags), securing a good future for your kids (good ROI on investment plan), etc…
    57
  • 63. Features
    How your product helps me achieve the benefits
    Specific evidence about your product
    Points of differentiation
    Examples: 50” screen, 8MP camera, ABS breaks, real leather shoes, etc…
    58
  • 64. Calls to Action
    Leads user to a specific thing to do
    Generates enthusiasm in the moment
    Filters users
    Examples: register now, buy immediately, signup for our newsletter, share with your friends, join the community, etc…
    59
  • 65. Using Keywords in Ads
    Keywords are highlighted on results pages
    Boosts relevancy of ads
    60
  • 66. Thank you
    Elias Dabbas
    elias@media-supermarket.com
    eliasdabbas@gmail.com
    +971 55 953 18 26
    61